Fuelling the customer experience: an exploration of service quality in fuel stations through importance-performance analysis

Using a multimethod approach, this study evaluates consumer satisfaction with service quality at petrol stations in Islamabad/Rawalpindi and Lahore, Pakistan. To examine the aspects driving consumer impressions, we employ a combination of exploratory factor analysis (EFA), importance-performance analysis (IPA), and regression analysis. The study uses EFA to identify critical criteria such as tangibility, reliability, assurance, and empathy, which will serve as the foundation for additional investigation. The IPA identifies areas for improvement, including washroom cleanliness, first aid, and fair pricing in tuck shops. Regression research demonstrates the importance of reliability in total customer satisfaction. One limitation of the study is its regional emphasis. Future study directions involve broadening the geographic scope, considering diverse populations, and examining the impact of emerging technologies. The study provides significant information for petrol station managers looking to strategically improve service quality and customer loyalty in a competitive sector.